Increase In

100 %

Increase In UK Traffic

55 %

Increase In Conversion Rate
Amanda Rosewarne
Managing Director

About CPD Standards

The CPD Standards Office provides CPD accreditation to training course providers. In a highly competitive market, CPD Standards was seeking a Search Engine Marketing Company who could boost online visibility and profitability.

Project Objectives

The main objective was to increase the lead volume for their highest margin products. This would be achieved by ranking their product pages at the top of the organic search results.

The SEO Strategy

The main challenge SEOs face when trying to build links at scale to a B2B website is figuring out what incentive they can give the publishers to write about your brand.

The task set to SM was to build a creative asset with a compelling news story that would make CPD Standards ‘linkable’. This led to the development of the ‘Unique Learning League’ a creative digital PR outreach campaign within the training category, as a means to gain backlinks in highly relevant and high authoritative publications.

Other actions completed for CPD Standards.
  • Site Health Check (SEO Audit)
  • Keyword Research
  • Content Strategy
  • Content Improvement
  • Link-building (Digital PR campaign)

The Campaigns


The Unique Learning League

With online courses being one of the fast-growing industries investing in CPD Accreditation, this fun campaign looked at the 10 most 'unique' online courses that were generating good money online. The courses were so strange and making so much money it made it easy for relevant publications to write about.

Does More Money Correlate With Happiness

This data-led campaign involved mining and then cross-matching ONS data from Average Weekly Earnings by Industry and National Well-being to understand if there were correlations between income and happiness. Unless you're a teacher - it turns out not so much.

SEO Results

  • 100%+ increase in UK traffic
  • 55% increase in conversion rate (due to the increase in traffic being high intent)
  • 100%+ increase in US traffic
  • Increasing website load time from 6.3 seconds to 1.10 seconds
  • 50+ backlinks generated, including:

Business Results

  • 61% increase in ‘ready-to-buy’ leads.
  • 1092% increase in ROI (over a 12 month period)
  • Adding an SEO Awards to the trophy shelf!
digital PR header image

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